Campaigns

National Geographic goes red in ‘monumental’ message

The brand lights up iconic Indian monuments in red to drive home the need for preserving our planet

Published

November 22, 2018

National Geographic is back with a new season of its acclaimed series ‘MARS’ which explores the possibility of Mars as a future habitable planet for humankind and the need to preserve Earth’s resources.

The show features experts like Elon Musk and former chief scientist of NASA, who explain how Mars is likely to be the next home for humans, given the rate at which we are depleting Earth’s resources.

While the series focusses on how humankind will survive on the new planet, National Geographic is also trying to highlight the need to preserve Earth’s resources. To raise awareness around the planet’s depleting resources, National Geographic illuminated iconic monuments in red to awaken people with a powerful message – ‘The Future is Red’.

The structures used to spread this message are some of India’s most visited and photographed monuments, including Worli Sea Link and Gateway of India in Mumbai and the National Museum and Signature Bridge in Delhi. These icons were lit up in red with the message: ‘The Future is Red’.

These iconic monuments, which represent our heritage, thus became apt mediums to communicate the message that our future is uncertain, unless we take responsibility for our past and our present.

Speaking about the campaign, Gayatri Yadav, Head-Consumer Strategy and Innovation, Star India said, “With evolving science and technology, humankind has taken tremendous strides towards our next big frontier – the Red Planet. The new season of MARS gives an in-depth view of how our lives will be on the planet. While our show celebrates humankind’s insatiable spirit of exploration, we also wanted to spread awareness about the fact that we are doomed to have the same fate on any new home, unless we take responsibility for it. National Geographic has always been a powerful voice that awakens people to change, and with this audacious initiative to turn our iconic monuments red, we want to highlight the importance for each and every one of us, to make informed choices to save our planet Earth.”